Ben Chodor - Transitioning to Virtual and Hybrid Events

1 COVER

2 FOREWORD FOREWORD If you are reading this book, you are interested in either running your first virtual event or taking your existing virtual events to a new level. In either case, you have come to the right place. There is no question that today with the physical event world temporarily ceasing to exist as a result of regional lockdowns from COVID‐19, the world of virtual events is thriving. However, virtual events themselves are not new. As CEO of INXPO, now part of Intrado, the leading online event platform, Ben and I have been delivering virtual events since 2004. I originally met Ben, who at the time was CEO of Stream57, the leading video streaming platform, in early 2005. Even at that time we were both passionate believers that video delivered over the Internet was about to disrupt the event business. Ben was focused on video capture and streaming while we were focused on how to put a full event online. Combining our virtual event platform together with Ben's streaming services and technology, we have delivered some of the earliest high‐performing interactive virtual events for some of the world's largest organizations and have been doing so for over 15 years. Since that time, Ben and I have collaborated on multiple projects culminating in the sale of our company, INXPO, to Ben, who is currently president of Intrado Digital Media. My respect for Ben's understanding of this space, and his passion for disruption in this space, goes without saying. Ben is also the consummate technology leader. His focus on positivity, humility, and honesty makes him a leader that people trust and follow, allowing him to have successfully built multiple technology companies. If you are in the market to host a virtual event, there is no better source of information available to you than this book. It is based on many years of practical hard‐earned experience. Just because an event is online does not mean it's a no brainer to produce. Many components like organizing content, driving an audience, registration, and driving outcomes are the same in both physical and virtual events. However, technology plays a much larger role on the virtual side. By reading this book you will have a much better appreciation for all the intricacies of hosting a successful virtual event. Your knowledge level will increase dramatically without ever having hosted your own virtual event, courtesy of Ben's hard‐earned experiences. –Malcolm Lotzof

3 INTRODUCTION

4 CHAPTER 1: Understanding Virtual and Hybrid Events GOING VIRTUAL OPTING FOR A HYBRID EVENT ADDRESSING COMMON MISCONCEPTIONS AND MYTHS ABOUT VIRTUAL EVENTS

5 CHAPTER 2: Understanding Virtual Communication Tools WEBINAR WEBCASTING STREAMING WEB CONFERENCING DETERMINING THE RIGHT PROGRAM FOR YOU

6 CHAPTER 3: Converting from Physical to Virtual COMMUNICATION IS KEY ENVISIONING A NEW VIRTUAL REALITY REDUCING YOUR CARBON FOOTPRINT AND THE IMPACT ON THE ENVIRONMENT (ESG) CRAFTING YOUR DESIRED USER JOURNEY REWORKING AND REASSIGNING PERFORMING DRY RUNS SAVE THE DAY

7 CHAPTER 4: Hybrid Events: The Best of Both Worlds ESTABLISHING YOUR HYBRID EVENT OBJECTIVES AND AUDIENCE CREATING AN INTEGRATED EVENT EXPERIENCE CAPTURING HYBRID EVENT CONTENT ACHIEVING BUSINESS GOALS BEYOND THE LIVE PERIOD TAKING ADVANTAGE OF ATTENDEE FEEDBACK

8 CHAPTER 5: Virtual Event Planning 101 YOUR ENTRYWAY TO VIRTUAL EVENT PLANNING VIRTUAL EVENT PLANNING TIPS ESTABLISHING YOUR EVENT STRATEGY AND GOALS EVALUATING PLATFORM OPTIONS

9 CHAPTER 6: Assembling Your Virtual Event or Hybrid Event Team VIRTUAL EVENTS HYBRID EVENTS

10 CHAPTER 7: Adapting Your Content for Virtual BEST PRACTICES WHEN OUTLINING YOUR EVENT'S CONTENT ENGAGING YOUR VIRTUAL AUDIENCE WITH INTERACTIVE TOOLS THEMING YOUR EVENT PACKAGING CONTENT ADAPTING THE EXHIBIT HALL LOUNGES RESOURCE CENTERS

11 CHAPTER 8: Preparing Speakers for Virtual Appearances PROVIDING SPEAKERS A “STUDIO IN A BOX” SPEAKER READINESS COMMUNICATIONS BEST PRACTICES FOR ON‐CAMERA INTERVIEWS BEST PRACTICES FOR GUESTS BEST PRACTICES FOR INTERVIEWERS/MODERATORS DRESSING FOR ON‐CAMERA SUCCESS BEST PRACTICES FOR PRESENTING USING A MOBILE PHONE

12 CHAPTER 9: Monetization through Exhibitors and Sponsorships WHAT ARE YOUR POTENTIAL REVENUE STREAMS? PRICING EXHIBITOR BOOTHS AND SPONSORSHIPS—SOME CONSIDERATIONS EVENT FUNCTIONALITY THAT CAN BE CUSTOMIZED FOR SPONSORSHIPS BUILDING OUT SPONSORSHIPS SAMPLE VIRTUAL EVENT SPONSORSHIP PACKAGES SAMPLE HYBRID EVENT SPONSORSHIP PACKAGE

13 CHAPTER 10: Marketing Your Virtual Event FIRST THINGS FIRST: ANSWERING KEY QUESTIONS AND ESTABLISHING KEY GOALS MARKETING TIMELINE ESTABLISHING YOUR TARGET AUDIENCE BUILDING A STRONG MESSAGE BUILDING A MESSAGING FRAMEWORK

14 CHAPTER 11: The Power of Virtual Event Data TAKING ADVANTAGE OF VIRTUAL EVENT DATA MANAGING AND SCORING VIRTUAL EVENT LEADS

15 CONCLUSION: VIRTUAL EVENTS ARE HERE TO STAY THE FIRST STEP IS THE HARDEST IT'S ALL ABOUT COMMUNICATING WHEN VIRTUAL BECAME THE ONLY OPTION LIVE, VIRTUAL, AND HYBRID: SAME GAME, DIFFERENT TACTICS TECHNOLOGIES DRIVING THE FUTURE OF VIRTUAL EVENTS

16 ABOUT THE AUTHORS

17 APPENDIX: GLOSSARY OF TERMS

18 INDEX

19 END USER LICENSE AGREEMENT

1 Chapter 7Figure 7.1 Most popular days to hold a virtual event.Figure 7.2 Most popular time to start an event.Figure 7.3 Average webcast viewing time.Figure 7.4 Run of show example.Figure 7.5 Single theatre with tabs example.Figure 7.6 Multiple theatres example.

2 Chapter 10Figure 10.1 Those who attended live based on when they registered.

3 Chapter 11Figure 11.1 Your lead generation path.Figure 11.2 Matching the virtual event data points to your KPIs.Figure 11.3 Qualified lead funnel.Figure 11.4 Your lead scoring report per individual.

1 Cover

2 Table of Contents

3 Begin Reading

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